The ad was released in September 2018, days before the start of the NFL season.
The ad, which featured Kaepernick, as well as Serena Williams and LeBron James, was titled “Dream Crazy” and was a part of Nike’s 30th anniversary commemoration of its iconic “Just Do It” campaign. As CNBC noted, this is the first time a Nike commercial has won the award since 2002.
Nike faced backlash for the commercial (as well as revealing that Kaepernick would serve as the face of its “Just Do It” campaign) shortly after it was released. Certain consumers of the brand even shared pictures where they cut and burned Nike apparel they owned in response to the commercial.
Despite people’s boycott efforts Nike’s Kaepernick campaign had no measurable effect on brand image or loyalty. A recent report from Bloomberg debunked any residual rumors of under-performing, noting Nike took the highest marks of any company in a recent UBS survey — a “net promoter score” that measures the likelihood of a customer recommending a brand — and compared stock performances between now and just after the campaign’s debut (up 8%).